How Influencers Impact Gen Alpha

Social media is one of Gen Alpha’s news channels. And who is running it? Influencers.  

Our research found that YouTube is the #3 news source for kids, but Gen Alpha consume content created by influencers in many ways.  

Using the latest data from our News & Culture report, we’re unpacking which influencers Gen A trust and what it takes to build deep engagement.  

Micro-influencers who feel ‘real’ 

The role of the influencer is changing. We used to see hype being focused around fewer, larger influencers, whose appeal was often rooted in the social currency of their fandom.  

Now, kids’ interests are being piqued by niche content creators, or ‘micro influencers’, and often they are more effective than the big names.  

"I watched ‘mrwhosetheboss’…he would get iPhones or weird tech and then test them out to see if they're good or not. He's funny and his twists are good like 'what is the weirdest tech’. Devansh, 10  

Creators who ‘get’ niche interests  

The reason behind this shift can be found in an attribute that always resonates with Gen Alpha: finding those who connect to them in a very personal way and who reflect their passions, from girl gamers to lads & lifestyles. This comes with the benefit that Gen Alpha is selective, and when they decide to follow a micro influencer, they engage deeply.  

Consistent voices 

More than this, Gen Alpha want to feel seen, understood and connected to others who they share something special with. For brands to build long-term influencer strategies, consistency is key, with a special focus on the topics they approach, how they speak and even the way they have fun online. 

For a deep dive into what influencer strategy is right for your brand, get in touch with the team hello@beanobrain.com. We’d love to help you make a splash!